FATHER’S DAY TURNING INTO A KEY E-COMMERCE EVENT IN THE MIDDLE EAST

As Father’s Day approaches on June 21, the event is becoming one of the  key drivers of e-commerce growth in the Middle East and North Africa (Mena) region, studies show.

People in the UAE are not only order 25 per cent more gifts for men on Father’s Day but are also choosing more thoughtful and family-oriented options.

According to Flowwow’s market study, Father’s Day 2024 saw a 129 per cent increase in gift orders year-over-year, with Gross Merchandise Value (GMV) up 121 per cent. The overall trend of gifting to men continues to grow, showing a more than 20 per cent year-over-year increase. Online orders during the 2024 Father’s Day period across Mena rose 16 per cent year-over-year, with Saudi Arabia leading at a 30 per cent rise.

Looking ahead to 2025, Flowwow forecasts a 30 per cent increase in Father’s Day sales, with strong demand for gift sets including hamper boxes and gourmet sets, as well as themed Father’s Day cakes and premium chocolates. 

In 2024, overall spending on Father’s Day varied across the Mena region. Customers in Kuwait and UAE spent the most on gifts for dads, with the highest average order values (AOV) at $114 and $57.2 respectively. They were followed by Jordan ($38.6), Egypt ($31.6), and Saudi Arabia ($29.1), where spending was more modest.

According to Flowwow data, the average order value for gifts dropped by 3.4 per cent to Dh270.85 ($73.75), approximately 12 per cent lower than other major holidays like Mother’s Day or International Women’s Day, suggesting a preference for personal and meaningful options over costly gifting. Despite the cultural importance of father’s figure in the Middle East, men have historically received fewer presents on occasions like Father’s Day compared to women on Mother’s Day (average spend of Dh303.07 or $82.52), but the emotional weight of the occasion is growing.

Supporting this trend, a study by IKEA found that 67 per cent of fathers in the UAE prefer spending quality time with their children over receiving material gifts. Less than 1 per cent desired a traditional tie, and fewer than 10 per cent would choose to receive gadgets, showing the regional value focused on family connection over consumerism. 

“Father’s Day is becoming more meaningful in the Mena region, especially in the UAE, where gifting for men is growing alongside a strong cultural appreciation for fatherhood. It’s not just about fathers any more, people are celebrating all the important male figures in their lives, including stepdads, and grandfathers, showing that their presence truly matters to families across the GCC,” said Slava Bogdan, CEO at Flowwow.

Google Trends confirms the rising relevance of Father’s Day in the UAE and the broader Middle East. The search volume for Father’s Day-related content — such as quotes, greetings, cards, and gift ideas — surged more than 30 times this week from June 16. Google Shopping data also shows a peak in gift-related searches ahead of the celebration, indicating that more people are preparing for the holiday with purposeful intention.

“Father’s Day is quickly becoming one of the key drivers of e-commerce growth in the Mena region. Between June 20 and 22, we saw a 16 per cent year-over-year increase in orders across the region, with Saudi Arabia as a digitally advanced country showing the strongest growth — a 30 per cent surge in order volume during the holiday period,” — Anna Gidirim, CEO of Admitad, commented.

The growing interest in gifting for men reflects a broader trend: in 2023 the Mena region saw a 25 per cent increase in gifts purchased. According to data from Admitad, the best-selling gift categories for men in Mena include home and tools (30 per cent), electronics (22 per cent), and automotive accessories (9 per cent). In the UAE, top Father’s Day gifts were tech products (23 per cent), household items (18 per cent), and car accessories (16 per cent). In Saudi Arabia, customers favoured electronics and gadgets even more, accounting for 28 per cent of all sales.

This trend isn’t new — earlier this year in Saudi Arabia, Valentine’s Day saw men getting more gifts than ever, with sports gear, tools, and car accessories topping the list. In the UAE, Father’s Day shoppers are choosing experience-based gifts like spa or sports vouchers, while also favouring classic options such as apparel, oud perfumes, watches, leather goods, gift baskets, and gadgets. 

Another important trend is the rise in cross-border gifting, which grew during Father’s Day. People are sending presents to the UAE  from different sides of the world, including countries such as the USA, Cyprus, Turkey, Saudi Arabia, Qatar, Lebanon, Spain, Germany, Lithuania, Russia, and Kazakhstan. 

2025-06-19T06:48:30Z